Object of study
The early object of study: It is mainly confined to circulation domain, once consumer received the commodity, it is not belong to the studying object of marketing any more. Apparently, it is an outdated definition.
Content of study
Principle of marketing: Includes marketing analyze, marketing concept, marketing information system and circumstance, consumer wants and purchase behavior, etc.
Marketing practice: It is composed of he product strategy, pricing strategy, distribution channel strategy, promotion strategy and marketing combined strategy.
Marketing management: It involves marketing strategies, organization, plan and control.
Special marketing: It is composed of network marketing, service marketing and international marketing.
The American Marketing Association defined it as: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013)
Feature of marketing
The first of marketing is to create, get and maintain consumer. We should take the long view to think how to defeat the competitors.
Paying attention to the market survey and gather a large mount of information, thus we can make the right choice in the uncertain marketing changes.
Push the innovation actively, its degree is proportional to the effect.
Make the decision in the changing circumstance, it requires the deciders has the strong capacity, like the entrepreneur, has the high ability of insight, recognition and resolution.
The experiential practice to conduct marketing is start with the commodity sales. Commodity sales have two basic functions for enterprise and society. The first is to push the goods produced by the enterprise to the consumer field; the second is to obtain money from the consumers in order to compensate for the labor consumption in the production of goods. Enterprises are the products of social production that using advanced production organization to improve people’s living standards. In the real economy with shortage of resources, it can use the regular of scale economy to improve production efficiency and create new living standards by realizing resource concentration and production specialization to a certain extent. On the other hand, the society chooses the market and the method of commodity exchange. When the enterprise transfers the product to the consumer, the enterprise obtains the money because the society needs to maintain the continuity of the production and operation, so as to gain more benefits that improving production efficiency brings us.